Digital Engagement Top of Mind at IAA World Congress
WASHINGTON (AdAge.com)-- The International Advertising Association's 41st annual World Congress is themed "What's Coming Next." The consensus among executives gathered here is that more focus will be placed on using digital creative to engage users rather than just advertise to them.
Speaking at different times today, executives including Interpublic Group of Cos. CEO Michael Roth; Microsoft President of Platforms and Services Kevin Johnson; Leo Burnett USA CEO Tom Bernardin; and Tribal DDB West President Elizabeth Ross all agreed that while new technologies will alow better tracking and better targeting, none of it matters if the creative content fails to generate consumer interest. They all also noted that growing digital convergence (such as GPS-equipped phones) that could offer a possibility for advertising.
